Some of the results I found from researching other markets’ evaluations that were borne out in my survey:

Convenience—location and timing—is the deciding factor in whether someone shops at a farmers market. Most people won’t go out of their way, even if they know about it ahead of time.

Clear, prominent signage the day of is more important than advertising beforehand, since most of those who shop at farmers markets don’t plan to; they spontaneously decide to stop after seeing some sort of signage advertising it.

Quality of the produce is the most important thing to shoppers, more important than that produce being organic or local, meeting the farmers, or feeling a sense of community.